What Apple, Lending Club, and AirBnB Know About Collaborating with Customers

These days, more and more companies think that customers should have a part to play in your process. What exactly that means isn’t always clear, but this HBR article by Barry Libert, Yoram Wind, and Megan Fenley focuses in on what level of affinity your customers have and how you should be leveraging that. They even provide an assessment to help get an idea of where your own customers fit. By following the examples of incredibly successful companies that really involved their customers, like Apple, Lending Club, and AirBNB, you can get your customers co-creating in a valuable way.